Daniel Craig has taken on many roles throughout his illustrious career, but his latest venture might be his most unexpected yet. The English actor, best known for his portrayal of James Bond, is now the face of Loewe’s fall/winter 2024 men’s campaign. This new role sees Craig stepping into the world of high fashion, showcasing a range of eclectic and stylish pieces from the luxury brand.
The campaign, captured by renowned photographer David Sims, features Craig in a variety of outfits that highlight the collection’s unique aesthetic. From a sleek leather jacket to knitted sweaters, colorful embroidered pants, and cargo pants, Craig’s looks are both diverse and striking. The photos are intentionally minimalistic, allowing the focus to remain on the clothing and how it complements the actor’s persona.
Loewe shared insights into the inspiration behind the collection on Instagram, revealing that American artist Richard Hawkins played a significant role. Hawkins’ collages, which adorned the showspace of the Loewe Fall Winter 2024 men’s runway, merge pop cultural and historical figures into a vibrant and distinctive aesthetic. This influence is evident in the campaign, where Craig embodies a collage of personalities through his attire.
The brand describes the campaign as “a study on how characters and their clothes are intimately related.” This concept is brought to life through Craig’s portrayal, as he dons various pieces that reflect different facets of his character. In one particularly striking shot, Craig gazes directly into the camera, his piercing blue eyes framed by yellow-tinted glasses. He wears a multicolored knit sweater, olive trousers, and a brown belt, with his long, straight hair adding to the dramatic effect.
Another photo shows Craig in a light blue button-down shirt and multicolored drawstring pants, a look that contrasts with his more familiar appearance in a black leather jacket, black undershirt, and tan cargo pants. These colorful and bold styles mark a departure from the actor’s usual wardrobe, showcasing his versatility and willingness to experiment with fashion.
Jonathan Anderson, the creative director of Loewe, is also designing the costumes for Luca Guadagnino’s upcoming film “Queer,” which stars Craig. In an interview with W Magazine, Anderson expressed how working on the film has profoundly impacted him, describing it as the most generous project he has ever been a part of.
The campaign also features Greta Lee, the “Past Lives” actress and Global Brand Ambassador for Loewe, who stars in the brand’s fall/winter 2024 women’s campaign. Lee’s involvement adds another layer of star power to the campaign, further cementing Loewe’s reputation for collaborating with high-profile celebrities.
Loewe is known for its eccentric and innovative fashion campaigns, often featuring a diverse range of personalities. In 2023, the brand made headlines with its Spring/Summer 2024 pre-collection campaign starring 88-year-old actress Maggie Smith. Other notable figures who have appeared in Loewe campaigns include supermodel Kaia Gerber, actors Josh O’Connor and Jessie Buckley, and K-Pop star Hyun Ah. Even Anthony Hopkins, at the age of 84, embraced the brand’s playful style in their pre-Fall 2022 collection campaign.
Daniel Craig’s involvement in the Loewe fall/winter 2024 men’s campaign is a testament to his ability to continually reinvent himself and take on new challenges. His collaboration with the luxury fashion house not only highlights his versatility as an actor but also underscores Loewe’s commitment to pushing the boundaries of fashion and creativity.
As the campaign continues to gain attention, it will be interesting to see how Craig’s new role in the fashion world influences his future projects and public persona. For now, fans can enjoy the striking images of the actor in Loewe’s latest collection, a visual feast that celebrates the intersection of fashion, art, and character.
Source: People, W Magazine
